Unit 9 Project
Marketing Research
Research Male Grooming Products
Background:
The male grooming industry is big – with estimates between $5 billion and $8 billion in annual
sales, and it’s still growing. Some large companies are already active in this market include
Unilever, Proctor & Gamble, Estee Lauder, and Nivea.
Your firm’s client, G&G Cosmetics, is looking to take advantage of the trend of sales growth in
male grooming by starting a new line of products for the “modern day guy”. Currently G&G
Cosmetics makes cosmetics and personal grooming products for young women of different
ethnic backgrounds. Its competitively priced products are sold in general merchandise stores
(Target, Wal-Mart). To grow, it must expand into other markets.
Objective:
Your objective is to conduct a marketing research study of the target market. You need to
provide G&G Cosmetics with a customer analysis and recommendations on how to create and
market products for this new target market
Assignment:
Secondary Research: Using the internet as a resource, research the men’s personal grooming
industry. Use the provided spreadsheet to illustrate each of the companies’ product
lines. Fill out the spreadsheet with a list, broken down by category, of all of the
available products for each company and how much the products are sold for. (You can
use websites like Target or Wal-Mart to find this information)
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Dove Men+Care
Axe
Old Spice
Suave Professionals Men
Gillette
Primary Research: Now that you have gathered some important information about
companies G&G will compete against, you need to determine what YOUR customers will
want. Develop a survey that will help you determine important factors about your new
product line. Be sure to include questions about price and quality as well as product
selection. (Use Chapter 29.2 to help create a well thought out survey) You must come
up with 10 questions. Make sure each question is multiple choice and not free answer.
You will create your survey at www. surveymonkey.com. This website is easy to use, but
you will have to create an accounting using an e-mail address. Remember your log in
information because you will have to sign in later to see your results.
You must survey at least 20 people within your target market. Your surveys will be
posted on my website for easy access.
Once your surveying is complete you will log in to your account, click on your survey and
then click on analyze results. Here are pictures to help you understand.
Click on your
survey
Click on Analyze
Results
You will see a screen that tells you how many people you surveyed and the results for
each question. Print screen each results segment. Gather these images and put them
together in a Power Point presentation. You will turn this Power Point in as evidence
that you completed the survey segment of the assignment.
Presentation:
Now that you have completed both primary and secondary research, your group is going to
create a well thought-out and creatively designed Power Point presentation for G&G Cosmetics.
You will explain what you learned from your survey and what products you recommend they
produce based on your findings. You must come up with at least 5 new products for the
company and advice G&G on what they should charge for the products.
Rubric
Points available
Secondary Research (spreadsheet)
40
Primary Research (Survey on SurveyMonkey.com)
40
Power Point of results
40
Presentation Power Point
40
Overall thoughtfulness and creativity of presentation
40
Total
200
Points scored